Bilderwert

English translation: visual association

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)

German term or phrase:	Bilderwert
English translation:	visual association
Entered by:	Bob Kerns (X)

07:22 May 26, 2004

German to English translations [PRO]
Marketing - Marketing / Market Research

German term or phrase: Bilderwert

"Die Marken haben noch keinen oder sehr geringen ‚Bilderwert‘ (wie wir dies aus dem westlichen Leben so gut kennen!)."

This from a market research article about the consumer mentality of the new EU countries vis-à-vis that of Germany. The above sentence refers to Russia.

I asked the author of the article for an explanation: 'Bilderwert', also einen wert als vorstellung jenseits von information. Beispiel: das tchibo-logo hat bildwert, weil eine bohne (das 'O') symbolisch dampft. das ist keine information, aber stimmung und vorfreude auf dampfenden, duftenden kaffee....

Any ideas on how I can render this in English. For obvious reasons, I want to stay away from the word "image".

Many thanks

Ian

IanW (X) KudoZ activity Questions: 632 (none open) (1 closed without grading) Answers: 2731
Local time: 17:26

visual association

Explanation:
Hi Ian,

I think you need to turn the sentence around, something like "The customers have no visual association with the brand names (or products)".

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Note added at 1 hr 27 mins (2004-05-26 08:50:43 GMT)
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You can find two examples of \"visual association\" in http://www.parkerlepla.com/branding_services_communications.... and many more by Googling for \"visual association\" together with \"brand\" and \"name\"

Selected response from:

Bob Kerns (X)
Germany
Local time: 17:26

Grading comment

Good idea, Bob! Thanks all round
4 KudoZ points were awarded for this answer

Summary of answers provided

4 +2

visual association

Bob Kerns (X)

device value

Alarch Gwyn

symbolic value or message

Dr. Fred Thomson

The logos are still deficient in the skillful use of devices

Alarch Gwyn

pictorial value

Cilian O'Tuama

suggestive value

Ken Cox

Answers

39 mins confidence:

pictorial value

Explanation:
or am I missing something?

Cilian O'Tuama
Germany
Local time: 17:26
Specializes in field
Native speaker of: English
PRO pts in category: 94

18 mins confidence:

suggestive value

Explanation:
It's not obvious to me why you want to avoid the obvious translation, but this would fit the explanation. There may well be some other term that is used in the trade.

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Note added at 23 mins (2004-05-26 07:46:02 GMT)
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another possibility is \'icon(ic) value\' (just free-associating here...)

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Note added at 52 mins (2004-05-26 08:15:09 GMT)
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The author\'s explanation strikes me as a bit strange (or at least his idea of what constitutes information). My feeling is that what the sentence means is that the brands (brand names) are \'flat\': they\'re simply brand names with further associations (I like Bob\'s suggestion). A Russian friend recently brought us some sweets from Russia (the type that are individually wrapped in paper), and in fact the lettering simply states the name of the sweet, its contents and named of its manufacturer. It\'s like what you had in the West in the 1950s (or even earlier), which isn\'t surprising, since the East Block lived for ages with no advertising or marketing industry.

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Note added at 53 mins (2004-05-26 08:16:14 GMT)
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major oops: that should read \'.. with *no* further associations...

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Note added at 57 mins (2004-05-26 08:20:04 GMT)
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major oops: that should read \'.. with *no* further associations...

Ken Cox
Local time: 17:26
Native speaker of:

English
PRO pts in category: 56

13 mins confidence:

peer agreement (net): +2

visual association

Bob Kerns (X)
Germany
Local time: 17:26
Native speaker of: English
PRO pts in category: 7

Grading comment

Good idea, Bob! Thanks all round

5 hrs confidence:

device value

Explanation:
A trade mark can be merely a word or a word and device, the device being a picture, an image and so on i.e. a non-verbal component in the mark conveying additional information.

Device is the correct term.

Wort und Bild = word and device - this is what you apply for when you register - the word and the device.

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Note added at 2004-05-26 13:26:25 (GMT)
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An example from www.intels.lt/recent_cases/main.html?f=1.1.2.1

Word mark v word and device mark

1) The local confectionary RUTA based on earlier registration of the word mark KARMEN opposed to registration of a word and device mark incorporating the word KARMEN in the name of another local confectionary Naujoji Ruta (\"New Ruta\"), LT. The marks related to identical or similar goods in class 30. The Board found the marks similar. In the opinion of the Board with consideration to the type of the goods, that are bought spontaneously, it was the word element that mostly influenced the overall impression. The device - an image of a dancing woman - was just an illustration of the word element and did not add sufficiently to the distinctiveness of the opposed mark.
Based on the findings the Board satisfied the opposition and the opposed application was rejected.
(Decision No.332 of May 23, 2001).

However I appreciate that the term might be a little specialised and not easily understandable in some cases, so what you use would really depend on who you are writing for.

I also appreciate that you asked for \"Bilderwert\" and not \"Bildwert\".

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Note added at 2004-05-26 14:06:04 (GMT)
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Here is another example - I have omitted my source here, but it is about Darjeeling tea and the effect of the word and the device (in this case the device is a woman holding tea leaves).

NOTE: the symbol - is the combined effect of the word AND the device. The word itself has symbolic value - the device adds to it.
Also note - \"visual association\" is not what is meant because you see the word and you can associate something with it.

\"In order to make the name Darjeeling distinctive of and exclusively evocative of the district of Darjeeling, the Tea Board designed a logo which consists of the word DARJEELING and a representation of an Indian woman holding tea leaves, all arranged in a roundel. In its aesthetic combination of the word DARJEELING with the woman device, the DARJEELING logo created by the Tea Board has been a source of exclusive public recognition and identification of Darjeeling tea as a geographical indication for a uniquely flavoured tea coming from the district of Darjeeling in India. The said DARJEELING logo has been extensively used by all producers, packeteers and exporters of Darjeeling tea, under licence and authority of the Tea Board.\"

Alarch Gwyn
Local time: 17:26
Native speaker of:

English
PRO pts in category: 4

6 hrs confidence:

symbolic value or message

Explanation:
The brands are still (continue to be) flat, projecting no symbolic (graphic) message.

Dr. Fred Thomson
United States
Local time: 09:26
Native speaker of: English
PRO pts in category: 24

15 hrs confidence:

The logos are still deficient in the skillful use of devices

Explanation:
Another one - still using device - but not the "value" part.

Alarch Gwyn
Local time: 17:26
Native speaker of:

English
PRO pts in category: 4

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English translation: visual association

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